Naslov
Digital Piracy and the Theory of Planned Behavior: Developing Typology of Consumers

Autori
Piri Rajh, Sunčana ; Rajh, Edo ; Horvat, Sandra

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference Proceedings of the 4th International Conference on the Economics of Decoupling (ICED) / Družić, Gordan ; Basarac Sertić, Martina - Zagreb : Hrvatska akademija znanosti i umjetnosti (HAZU) ; Ekonomski fakultet Sveučilišta u Zagrebu, 2023, 385-399

Skup
4th International Conference on the Economics of Decoupling (ICED)

Mjesto i datum
Zagreb, Hrvatska, 30.11.2022. - 01.12.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
digital piracy ; theory of planned behavior ; typology of consumers ; consumer

Sažetak
The aim of this research was to develop a typology of consumers in the context of digital piracy. Typology is based on the variables of the Theory of Planned Behavior (TPB) framework: attitudes toward behavior, subjective norm, personal norm, perceived behavior control, and behavioral intention. The TPB is a theoretical framework widely used in explaining human behavior in different settings, and one of them is related to digital piracy. Digital piracy represents a set of illegal activities referring to downloading, copying, sharing, selling, and using of copyrighted digital goods, meaning that no permission from the copyright holders has been requested, nor any compensation has been given to them. The importance of understanding digital piracy stems from its significant share in the global economy and the high financial losses imposed on all stakeholders involved in the digital economy. The measurement instrument used in the research process was a highly-structured questionnaire that included scales borrowed from the relevant literature and adapted to the digital piracy context. The research was based on an online survey approach in order to ensure full anonymity of the respondents due to the sensitivity of the research topic. A convenience sampling procedure for data collection was applied, by using university students as a target sample since past research studies suggest that digital piracy behavior occurs especially among young people. The sample consisted of 302 respondents. Their participation in the research study was voluntary. K-means cluster analysis was conducted in order to develop a typology of consumers. In addition, a Chi-square test was conducted to examine gender differences among the clusters. This research study has identified two groups of consumers who differ in their digital piracy behavioral intention determined by the observed TPB variables. In addition, this study has revealed that gender differences among clusters also explain respondents’ behavioral intention to engage in the observed type of behavior. This paper will contribute to the literature by exploring the possibility of application of the Theory of Planned Behavior as a basis for developing the typology of consumers in the specific context of digital piracy behavior. At the end of the paper, concluding remarks, limitations of the study, recommendations for future research, as well as research implications are elaborated.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA